What is the purpose of the branding?

Branding is the basis on which consumers perceive your company. It is the collection of emotions and ideas that are evoked when consumers think about your business. A brand is at its most effective when every aspect of the business is consistent and works together towards the same set of core values. It unifies your company image and can elevate your company from being a simple business to being an industry leader.

Why is branding important?

The importance of branding cannot be overstated. It is the personality of your company and what sets you apart from your competitors. If no one branded themselves, the only companies that would get any business would be the best in the industry and the cheapest. Introducing branding into the mix muddles the definitions of best and cheapest. It raises questions such as, what defines best, the materials used or the skill of the worker? Or what constitutes cheapest, the lowest cost option or the most cost-effective?

What is a "Brand Re-Imagining"

A brand is a company image that you want to use for life. In the long run, the amount spent on creating a company brand is a drop in the bucket compared to the marketing mileage you can leverage from it. What happens, however, if times change and it just looks ‘old’? Brand re-imagining is the art of taking an already established brand and modernizing it to be more expressive and powerful. Brand re-imagining is done in two different ways:

1.) We can retain the basic elements of a current logo and create a new image with the same overall effect

2.) We can modernize the elements around the logo and create a new impression.

In both cases, we keep what is still working and build on them until a newer, more successful, more modern, re-imagined brand emerges.